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Billie Challenges the Ideal of the 'Perfect' Woman in its New Campaign


For decades, razor brands perpetuated some of the most antiquated ideals in the beauty industry—with one-note depictions of femininity and shaming messages about what women should and should not be doing with their bodies. Billie has been on a mission to change that.
The indie brand, which made headlines for being the first razor ad to show female body hair, has been pushing the envelope since it entered the market in 2017. Originally created to stop the pink tax, i.e., the extra cost for “female”-branded body-care products, Billie has made a name for itself by celebrating women’s bodily autonomy through all its campaigns. A year after its original Project Body Hair ad, it released Red, White, and You Do You, which champions pubic hair, and Movember, which is the first ad featuring facial hair on women and femmes.  ....

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